Ad Campaign for Weight-Loss Drugs Reinforces Proper Use

Eli Lilly and Company has launched a direct-to-consumer advertising campaign for their obesity and type 2 diabetes drug, tirzepatide, urging people not to use anti-obesity medications outside of FDA indications. The campaign, including an ad called “Big Night,” aims to address the misuse of these drugs for cosmetic weight loss rather than their intended purpose. Experts, including Endocrine Society Spokeswoman Deena Adimoolam and Caroline M. Apovian, MD, support the campaign, hoping it will educate and increase access to these medications for those who truly need them. Novo Nordisk, another pharmaceutical company, is also taking steps to ensure responsible use of their similar drugs.

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